We’ve discussed best practices for social media marketing and advertising. However, how often do businesses actually follow these practices? We are going to take a look at some of the brands that stand out on social media, and what about their social media presence makes them so special.
Wendy’s: Add some personality and humor
The pioneers in adding humor and personality to their brand’s social pages, Wendy’s has become globally known for their humor and sarcastic tone on social media, specifically Twitter. They found something that has made them stand out, and it led to some pretty impressive results. When they started this trend in 2017, their Twitter followers increased from 1.2 million followers to 2.5 million followers in a matter of months. They currently have 3.2 million followers, which is millions more than most fast food chains, like KFC, Subway, and Dunkin’. Although they have since toned down the sarcasm and harsh humor they previously used, the brand still has funny and relatable tweets, and often partners with other brands and celebrities. Based on Wendy’s efforts, other brands like MoonPie and Domino’s Pizza have adopted this strategy and have also seen successful results.
Tiffany’s: Have a look and feel that is all your own
You may have heard the phrase, “Instagram aesthetic.” It is something that is very prominent in influencer marketing. However, brands can also find success with a cohesive aesthetic. Tiffany & Co. has taken advantage of their signature “Tiffany Blue” and infused it into their Instagram aesthetic to make their page representative of their style. They do, however, change the look of the page slightly to fit the collection they are promoting, but it still always comes back to the same aesthetic. If it is a fun, youthful collection, they use bright colors and fun graphics, but a more elegant collection will feature more lifestyle imagery and just the Tiffany blue color scheme. This practice gives followers a better view of which items will best suit their personal style. In using this strategy, the page still fits together as a whole and looks more planned out than having random imagery throughout.
Fashion Nova: Take advantage of influencers and user-generated content
Fashion Nova is an online clothing retailer that has used mega celebrity influencers like the Kardashians and Cardi B. to boost their business. They also created a hashtag for followers to use to share images of themselves in Fashion Nova clothing. Users post pictures in their outfits in the hopes of being shared with the fashion brand’s 15.7 million followers. The Fashion Nova Instagram account then shares these images to feature their clothing (in place of company lifestyle images, which they still do use occasionally). These efforts led to more users engaging with the Fashion Nova Instagram pages than other similar fashion pages such as Zara, H&M, and Calvin Klein. In 2018, Fashion Nova became the most Googled fashion brand, beating out Versace and Dior.
Nike: Make some bold choices
Nike’s brand, in recent times, has become synonymous with causing controversy. However, sometimes this type of attention can help a brand to take some chances. Their recent campaigns with controversial athletes like Colin Kapernick and Michael Vick, which spread across their social media channels, got people talking about the brand. When the Colin Kapernick campaign was launched, Nike’s social media impressions increased by 135%. While their stock dipped, Nike was able to peak their target audience’s interest. Some people saw this as a loss, but Nike knew exactly who the social campaign was for (not their stockholders). Keep in mind, causing controversy for no reason doesn’t work, but if you calculate it the way Nike has, you could see a boost in your social media followers and engagement.
While there are countless brands on social media, these specific brands were able to make themselves stand out above the competition by trying something different. That crazy social media idea you have might just be the thing your brand needs to distinguish itself from the rest – so go for it!